Written by Paddy Rangappa, ‘Spark’ touches upon how Marketers and brand custodians can grow their brands by making an emotional connect with their consumers through leveraging relevant insights as a part of their brand strategy.
Rangappa demystifies jargon and marketing as such, in simple everyday language. For example he even goes on to explain one of the most over –used terms in marketing ‘insights’ as ‘an emotional human revelation and how should it be used’, and follows up with every comprehensive detail related to marketing insights with case- studies, such as why and how McDonald’s and Dove are among the brands that have recognised and exploited the power of insights, and why insights are even more important in a digital age. Rangappa urges readers- ‘Don’t be an insight-ignorer or recogniser. Grow into an insight-seeker.’
An alumnus of the Indian Institute of Management, Ahmedabad, Rangappa had worked in the space of marketing for more than 26 years. After over a decade in Procter & Gamble in India, Indonesia and Singapore, he moved to McDonald’s, Singapore, where he became Vice President, Brand Development, for Asia Pacific, Middle East and Africa.
The book, which is divided into three parts, broadly talks about the role of insights and advertising in impelling brand growth, and goes on to reveal how to develop insights and ends with the final step on how to leverage these insights for powerful advertising.
Some of the topics touched upon in Spark such as ‘why clients get the advertising they deserve’, ‘why firing the agency should be the last resort’ and ‘clients who change agencies often are doing something wrong’, are particularly interesting and make a good connect in current times wherein pitches are rampant.
Another interesting point Rangappa talks about are the traits of a great client, elucidated with a rather hilarious hypothetical example of the legendary brand Nike.
Another rather relevant subject touched upon by the author in a realistic manner is the needless focus on endless battles on digital eating TV, rather than focusing on optimising spends on buying media and giving relevant messages in a digital age.
As Rangappa states, “Don’t think of digital marketing as something detached from marketing, focus instead on getting the attention on today’s digitally immersed escaping consumers.”
All in all the book makes for a good read for marketers, brand custodians and agencies.